IEEE Membership Strategy and Planning Cecelia Jankowski Jamie Moesch IEEE Region 2 Meeting Baltimore, MD 25 February 2012

Member Impact at IEEE Financial: $ M/yr (25-32% of Revenues) 12/15/20152 Other value from members –Source of leads for IEEE Xplore sales –Stewards and evangelists of the IEEE Brand around the world –Primary source of our volunteer community * Range discounted by 20% for conference discounts - $66M in direct Membership dues and Periodical Revenue - $2.6M in direct sales of Member Digital Library - About 40-50% of the attendees of the $138M Conference business*

Membership Business Snapshot Retention Satisfaction Pricing & Life Time Value Going well: - Full dues - eMembership -Special circumstance Needs improvement: - Sustainability of student/GSM pricing 2010: Joined as HG: Average: 14 Years, spend $206 Joined as STU/GSM: Average: 12 Years Spend $121 Going well: - alias - Spectrum - Conferences & Pubs Needs improvement: - Top box satisfaction - Areas most important to members Going Well: - Longer term members - GSM members - US HG long term members Needs improvement: - First Year Members - Undergrad students Trend: Grade: B Trend: Grade: C 2010: Overall: 76.1% HG: 82.8% GSM: 70.4% Undergrad: 35.5% Trend: Grade: C- 2011: 5 out of 5: HG: 15% STU/GSM: 20% 4&5 out of 5: HG: 62% STU/GSM: 62% Recruitment Going well: - Students - eMembership - Most of world Needs improvement: - US Higher Grade -Some large sections outside US Trend: Grade: A- 2011: HG: 23, % vs Students: 66, % vs ‘A’ grade example: All areas growing 3% or more ‘A’ grade example: HG 90%, 1 st Yr: 60%, Stu: 60%, GSM: 80% ‘A’ grade example: 5/5: 40%, 4&5/5: 80%, by area: 65%+ ‘A’ grade example: LTV at current levels or better, Special Group pricing greater than incremental costs

Views of the Member Experience Career Phases Undergraduate Student Graduate Student Young Professional Academic/Researcher Practitioner Business/Leadership Unemployed Retired/Life Members Technical Diversity 38 Societies Society/Section/Chapter relationship Emerging Technical Communities: Smart Grid Cloud Computing Life Sciences Product Line Technically Current Networking Career Resources Education Discounts Humanitarian Geography Global Expansion Priority countries; China, USA, India, Japan Region, Section, Chapter, Branch Region revitalization, R1-6 strategy

The Member Experience Technical Diversity 38 Societies Society/Section/Chapter relationship Emerging Technical Communities: Smart Grid Cloud Computing Life Sciences

The Member Experience Product Line Technically Current Networking Career Resources Education Discounts Humanitarian

Over 90+ Products, Services, Discounts, and Engagement Opportunities - owned by many units across IEEE Publication Related Products and Services IEEE Spectrum Magazine The Institute Newsletter IEEE Xplore Abstracts Discounts on IEEE Publication Products IEEE Potentials Magazine Society Publications Today's Engineer Discounts on IEEE-USA eBooks Member Digital Library Other Association with IEEE Brand IEEE Alias Public Policy Awareness Contact Center Support Membership Card Humanitarian Programs Merchandise Voting Continuing Education and Development Continuing Education Partners Program eLearning Library Volunteer Training IEEE.tv Scholarships Career Related Services and Recognition Member Grade Elevation Program Awards IEEE Mentoring Connection IEEE Job Site Careers Webinars Career Strategies Online Community Consultants Database Consultants Services Career Alert Career Asset Manager Career Navigator IEEE-USA Career Enhancement Courses Entrepreneurs Village Salary Service IEEE-USA Career Checkup Employment Navigator Certified Software Developer IEEE WCET Certification IEEE Student Job Site Networking and Engagement Opportunities myIEEE IEEE memberNet Volunteering Participation with LinkedIn Group Participation in Local Meetings Online Communities Participate in Local Technical Forums Join IEEE Societies or Affinity Groups Discounts at IEEE Conferences Discounts on IEEE Standards Membership External Discount Offers Insurance Services 27 Products Technology 3 Discount Offers Travel 10 Discount Offers Home/Office 2 Discount Offers Product Line: Situational Assessment at IEEE = MGA = IEEE-USA

Product Line: Current Experience in reality… 12/15/20158 Humanitarian Programs Insurance Services Volunteering Salary Service Travel Services Local Technical Forums Proceedings of the IEEE Employment Navigator ShopIEEE IEEE Member Digital Access IEEE Societies Local Meetings Microsoft Software for Students Scholarships GOLD IEEE-USA Career Checkup IEEE-USA Career Enhancement Courses Consultants Database IEEE Potentials LinkedIn Group The Institute IEEE-USA EBooks Membership Card Online Communities IEEE Alias myIEEE Merchandise IEEE Student Job Site IEEE MemberNet Upgrade Membership Voting Pre-University Activities eBook Classics IEEE WCET Certification Association with IEEE Brand IEEE Women in Engineering Career Webinars IEEE.tv Public Policy Awareness IEEE Standards Career Asset Manager Today’s Engineer IEEE Xplore Education Partners Program IEEE Job Site IEEE Conferences Member Discounts IEEE Mentoring Connection IEEE Contact Center Expert Now Awards Career Alert IEEE Spectrum Career Navigator

Keeping the Long Term Goal Simple… 65% Top Box Satisfaction* or higher in the areas most important to IEEE members. * = 8, 9, or 10 on scale of 1-10

Satisfaction drives a healthy business Every 1% Increase in Higher Grade Retention = ~$200,000 in Dues Larger number of members to purchase societies, optional publications, and other services Increased Retention Currently 65% of recruitment is driven by referrals “Great” satisfaction will drive a higher percentage of referrals from a larger number of members Increased Referrals Allows fixed costs of membership to be spread across a larger number of members Economies of Scale Improved Satisfaction

Product Lines: Satisfaction by Importance - Higher Grade Members More critical strengths Less critical strengths Lower priority improvements Top improvement opportunities % Importance (mean= 39) % Satisfaction (mean=41) Top 3 Box % “Best in Class” Satisfaction

Product Lines: Focusing on what is important Roadmap improvement areas % Importance (mean=39 ) % Satisfaction (mean=41) “Best in Class” Satisfaction Professional Networking & Related

Member Experience Improvement Roadmaps  Developed and managed by cross functional teams from every IEEE Organizational Unit  Living documents that define the path to a “Wow” experience in the areas most important to members: (see appendix for detailed plans) – Professional Networking – Career Resources and Recognition – Access to Publications – Continuing Education – Discounts on Products and Services Slide 13 Envisioned Experience “I, as a member,…” Specific Strategies “We, as IEEE, must …” More Explanation Gap Analysis Implementation Plan Major Projects & Activities MetricsRisk

Accountability Across the Organization : MGA must lead all of the accountable units to produce a best in class member experience… -Spectrum -The Institute -IEEE Job Site -Access to publications -Professional Networking -Conferences -Continuing Education -Public Visibility -Member Digital Library -IEEE.org content -myIEEE -IBP -Benefit Navigation -Career Roadmap -Professional Networking -Public Policy How will each IEEE unit deliver 65% top box satisfaction or higher for their piece of the member experience? EA Publications IT Technical Activities IEEE USA Marketing & Sales

The Member Experience Career Phases Undergraduate Student Graduate Student Young Professional Academic/Researcher Practitioner Business/Leadership Unemployed Retired/Life Members

Career Phases: Current Life Cycle Grid 12/15/ Keeping Technically Current Professional Networking Career Resources and Recognition Continuing Education Discounts Opportunities to Give Back Undergraduate Students Graduate Students Young Professional Academic/ Researcher Practitioner Business/ Leadership Retired/ Life Members Unemployed Members Make the key reasons members come to IEEE relevant by career stage. Make it easy for a member to find the areas most important and relevant Make the key reasons members come to IEEE relevant by career stage. Make it easy for a member to find the areas most important and relevant

The Member Experience Geography Global Expansion Priority countries; China, USA, India, Japan Region, Section, Chapter, Branch Region revitalization, R1-6 strategy

Geography Current Priorities based on a composite: Market Potential, Human Development Index, Internet Usage, and Membership Growth Rates Higher Grade Membership: 1. China 2. Japan 3. USA 4. India 5. Italy 6. Russia 7. UK 8. France 9. Germany Priority for 2011 & 2012 Next steps: Prioritize targets within countries, determine if unique value proposition is needed, launch marketing and product plans

Slide 19 Regional Geographic Member Development Planning Key initiative for 2011 and beyond in China, India, Japan, US… Market Development Are there key industries or regions to target? Need to adjust or translate the membership messaging? Adjusting marketing tactics as needed? Member Development Unique member needs? Localized benefits needed? Adjustment of the benefit to achieve local satisfaction Volunteer Development Unique training materials needed? Adjusting volunteer training methods? Adjusting volunteer roles & responsibilities Partner Development What are the key industries in a local area? Leading companies and universities? Any unique legal, financial cultural, or governance issues? How does IEEE become locally authentic & locally valuable?

Geography: Section Vitality Focuses on a Positive Member Experience at the Local Level Known to others Listened to As a Member of my section I am... Recognized Consulted Welcomed Informed Able to Learn & Grow Professionally

Geographic Planning Global Improvement Plans Market Development: - eMembership - Industry based marketing materials Member Development: -Roadmap improvement plans -First Year Experience Volunteer Development: -CLE & Geo Unit Vitality Partner Development: -Corporate Workgroup Product -Student Program Sponsorships Additional US Plans Market Development: -Targeting CS, Software, and Communications Member Development: -Metro Events -Regional events Volunteer Development: - CLE Partner Development: -Employment programs, Boeing Additional China Plans Market Development: -Translated marketing materials -Defining high priority markets -Exhibit presence strategy & plan Member Development: -Member Surveys Volunteer Development: - Localized training, webcasts -Survey to baseline satisfaction Partner Development: -Microsoft Research, other India & Japan planning In development Items already occurring: - Rupee payments -India student retention improvements -IBM discussions

What will Success Look Like? Improve member satisfaction will result in increased membership market penetration Higher volunteer recruitment, training and satisfaction Measured successes in geographic, technical and affinity groups is rewarded Members regard IEEE membership as investment in their career Members can easily engage and communicate with one another in all the geographic, technical or affinity community with which they identify 12/15/201522

Key Programs to Improve the Member Experience Product Lines  Portfolio Management Process  Implementation of 5 Year Member Experience Roadmap Improvement Recommendations (see appendix)  Professional Networking  Career Resources and Recognition  Access to Publications  Continuing Education  Discounts on Products and Services Slide 23 IT Business Admin EAB Publications Technical Activities IEEE USA MGA OU’s Involved

Key Programs to Improve the Member Experience Career Phase  Improved navigation of member benefits on IEEE.org  Life Cycle, Geography Based  Student and GOLD Volunteer Mobilization  Student and GOLD Web Presence redesign  Center for Leadership Excellence Technical Activities IEEE USA Marketing & Sales MGA Business Admin IT OU’s Involved

Key Programs to Improve the Member Experience Geography  Geographic Membership Development Strategies  China, USA, India, Japan for 2011 & 2012  Region 1-6 Membership Revitalization  Electronic Membership Awareness and Marketing  Section Vitality Corporate Activities IEEE USA Marketing & Sales MGA OU’s Involved

Key Programs to Improve the Member Experience Technical Diversity  Society Marketing Initiatives  Due diligence for Bundled Society Membership  Smart Grid Initiatives  IEEEtv Conference Coverage  MGA Conference strategy for Geographic Units Slide 26 Publications Technical Activities Marketing & Sales MGA OU’s Involved Standards

Additional Efforts Underway Continued focus on membership project portfolio management Review of all finances for MGA, Geographic Units and member/membership development Concierge service for members Expansion of First Year Member Experience 12/15/201527

What is the Value of IEEE Membership?  The current value message is working:  90,000+ New Members in 2010, and growing every year  …but we lose over 85,000 members each year  Our challenge is satisfaction with the value message we are presenting:  Improved Navigation of the 90+ products and services (E.G. Web, Informed local volunteers, etc.)  Improved Execution of the quality of the Services most important to the members  Improved Delivery of the services important to members  Improved Relevance of the products/services to key geographies, life cycle stages, and industries  Improved Connections between the members

The Future of IEEE Membership IEEE Members will experience best in class products, services, and engagement with IEEE on their own terms. Relevant to their careers, geographic location, and technical interest. University of Auckland IEEEXtreme 4.0 participants

Appendix

Project Prioritization Prioritize myIEEE Gadget Development -Define strategy and plan for local unit/entity webinars (including existing inventory) -myIEEE 1.9 MemberNet Integration Product myIEEE 2.0 Launch: Networking & Collaboration - Define myIEEE Gadget Mobility Projects - Improve tagging of conferences in Vtools and conference database by Topic Area -Define MGA strategy and plan to introduce Industry Tracks at major IEEE conferences in Begin launch of myIEEE mobile capability -Build toolkit that will allow IEEE entities and members to build their own myIEEE gadgets -Integration between myIEEE gadgets and major social networking platforms Roadmap – Professional Networking Online Networking (myIEEE) Collaboration Communication tools Personalization In touch with experts Simple access Partnering with other social networks One-stop shop Mobility Face-to-Face Networking Conferences Local meetings Section-Member interface Access to section member info Partnering with non-IEEE entities Job fairs Mentoring programs Calendar linkage Key Components Publications Technical Activities IEEE USA MGA OU’s Involved IT

Project Prioritization 2010 (completed) -Launch of Free IEEE Press eBook Classics -Launch of MDL Basic Evaluation of “Article Pack” product -Evaluation of Society eMembership - Evaluation of Bundling of Society eMembership with IEEE membership - “Why we can’t offer Free Downloads” session at Sections Congress - Launch of IEEE Technology News* System development for society bundling, society eMembership, and/or Article Packs Possible launch of Society E-membership and/or Bundled Societies Roadmap – Online Access to Publications MDL Basic Society eMembership Society bundling Free IEEE Press eBooks Sections Congress presentations “Article Packs” IEEE technology news* Key Components * ITN may not be ongoing project Publications Technical Activities MGA OU’s Involved Marketing & Sales

Project Prioritization Develop single web location within IEEE.org for all member discounts -Filterable based on availability and relevance by life stage and location -Detailed description of why not all discounts are available in every location -Market assessment study for new discount benefits that are global in nature -Improve feedback mechanisms Improve toolkit for local entities to develop their own benefits with staff support - Improve volunteer training and awareness -Requirements for myIEEE discounts modules Launch personalized discount modules in myIEEE Roadmap – Discounts on Products & Services Trusted discount rates Transparency Eligibility info Facilitating global discounts Maintain valuable discounts Personalized presentment One-stop shop (myIEEE) Awareness of discounts Key Components OU’s Involved Publications Technical Activities IEEE USA MGA Business Admin EAB

Project Prioritization List & Inventory current training and development throughout the Institute -Develop feedback links within IEEE.org, myIEEE, & IEEE LMS (learning mgmt system) -Rollout IEEE CLE (Center for Leadership Excellence) in IEEE LMS -Test of volunteer job clubs -Provide webinar tools to allow local units to conduct their own career webinars Build and populate Database of training materials and appropriately to all user to filter effectively -Inventory in person training methods, materials, and schedules -Develop requirements for In Person Volunteer Training -In person eLearning pilots in Singapore and India Conduct Pilot of standardized In Person Volunteer Training Roadmap – Continuing Education Simple online access to materials Data retention and content management Become 1 st member choice Maintain quality products One-stop shop (myIEEE) Member process tracking Products awareness improvement CLE within eLearning (LMS) Key Components OU’s Involved Technical Activities IEEE USA MGA EAB

Project Prioritization Conduct product inventory satisfaction and gap analysis -RSS Feed to allow single location for all IEEE Career related webinars -Test of volunteer job clubs -Provide webinar tools to allow local units to conduct their own career webinars Hire Career Product Manager to facilitate globalization of IEEE USA Career Benefits -Tactical product improvement plans based on 2011 survey results -Sun setting of ineffective products - Launch Professional Development Network in R CLE volunteer training module Roadmap – Career Resources and Tools Simple access/navigation to related information Trusted place for valuable materials Job clubs Webinar accessibility Product improvements Globalization Key Components Publications Technical Activities IEEE USA MGA OU’s Involved EAB

Other Materials

Member Products and Services Portfolio Business Case Development Testing & Validation Launch Existing Product: Scorecard & Assessment every 2 Years Strategic Assessment New Member Product and Services Proposal Form New Member Product and Services Business Case Document Product Portfolio Assessment New Member Product and Service Launch Review Checklist Product/Service Development Completion Checklist Process Documents New Product: Assessment every 6 months New Product Assessment Product Lines: Membership Product Management Process

Common Scorecard Criteria: Target Segment : Life Cycle, Geographic, Industry Relevance Size of Segment Member Importance Score “Top Box” Satisfaction Scores Member Awareness Score Age of Product, Service Offering Financials: Income/Cost/Headcount Utilization Rates Engagement Potential Strategic Alignment In-Depth Assessment: - Built into the definition and product management methodology Product Goal Market Assessments Competitive Assessment Unique Competitive Advantage Pricing Structure Impact on the IEEE Mission Roadmap / Future Plan Comparison to external benchmarks Impact on Retention/Recruitment Product Lines Member Portfolio Management Criteria

Geography: Strategic Analysis Framework Macro-Level – Environmental Scan – Outward Looking Region or Country Demographics –Population growth trends – segmented by age Urban and Rural Areas –Major cities –Industry, university, government locations Infrastructure - Roadways, communications and Internet, airports Industry - Geographic location of major industries, needs, etc. Research & Development Enterprise –Potential IP, conferences, academic, government Government Relations –Political focus – education, certification, STEM, etc. –Ease of doing business with US corporation Competition –Other professional societies, cost of membership, potential partnerships Economics –Segmentation trends – power, electronics, telecommunications, … – growth sectors –Member and potential member salaries – membership as a percentage of annual income Environmental Scan Data Data not from member segmentation survey analysis 39

Geography: Strategic Analysis Framework Micro-Level – Internal Looking Member Needs –Need to know current member demographics by lifecycle – trends? –Compare to population growth to identify targeted programs –First focus on retention, then new growth Existing IEEE geographic unit structure –Plot existing members on map –Existing Sections and Student Branches Effectiveness of Existing IEEE Network –Section meeting attendance –Conferences –Other activities Data from member segmentation survey analysis L-31 & L-50 Analysis Region budget analysis 40

Services driven by documented member importance and relevance to their life stage, geography or industry Portfolio stewards balancing the need for “more” vs. “improved” member products and services Centralized methodology, measurement criteria; and documented constant improvement planning Consistent process for evaluation of new member product and service suggestions that is in synch with the larger IEEE processes Increased IEEE Product and Service Portfolio relevance to members Product Line: Member Product Portfolio Management Key Benefits

Strategic Objectives Criteria Member Development Market Development Volunteer Development Partner Development Potential Members: Number/Projected # of graduates in technical fields Population growth Size of industry, or potential growth of industry, in IEEE fields of interest Current IEEE Member recruitment and retention rates Limited competition, or at least the ability for IEEE to have a demonstrable competitive advantage Adoption of credit cards and/or unfettered currency conversion Limited need to incur significant cost increases for marketing messages, unique adjustments to member value offering (or high likelihood of ROI if these costs must be incurred) Vitality and reliability of local volunteer structure (Section, Chapter, etc.) Stable political climate, ease/low cost of doing business Industry partnership potential Association partnership potential / “Agent” partnership potential Ability to achieve cost saving operational benefits Overlap with other IEEE entity Geographic Goals Location should have good infrastructure (e.g., Internet adoption, roads) Location should allow easy and cost effective access for regional/international travel Existing “staff” in place to provide support Geography: Prioritization Criteria 42

Measuring our Success BUSINESS UNIT METRICS Member Satisfaction resulting from member development Membership Growth resulting from member and market development Volunteer Satisfaction resulting from volunteer development and support Partner Satisfaction resulting from developing and supporting non-IEEE partners Recruit Campaigns Volunteers Advertising Retain Campaigns Volunteers Reinstate Campaigns Recruit Opportunities Campaigns Influence Resources Collaboration Reporting Recognize Elections Appointments Awards Participate Products Services Opportunities Recognize Grades Awards Influence Volunteers Elections Relevance - Industry Programs Volunteers Campaigns Relevance - Academia Programs Volunteers Campaigns Relevance – Government Programs Volunteers Campaigns ACTIVITY METRICS PROJECT METRICS 43

Career Phases: Current Life Cycle Grid 12/15/ Keeping Technically Current - Spectrum - IEEE Xplore (Discounted) - Spectrum - IEEE Societies - IEEE Xplore (Discounted) - IEEE Xplore (Discounted) - IEEE Societies -Spectrum -IEEE Societies -Some IEEE Society Pubs - Spectrum - IEEE Societies - IEEE Spectrum - IEEE Societies Professional Networking - Student Branch Activities - MemberNet* - IEEE Conference Mixers/Socials - MemberNet* - GOLD Events - Sect./ Chap. Meetings & Events - IEEE Conference Mixers/Socials - Sect./ Chap. Meetings & Events - Sect./ Chap. Meetings & Events - Employment and Career Community - Sect./ Chap. Meetings & Events - Linkedin Group - memberNet* - Volunteering - Section/ Chapter Meetings & Events - Sect./ Chap. Meetings & Events - Linkedin Group - memberNet* Career Resources and Recognition - Competitions - Scholarships - IEEE Student Job Site - Career Webinars - IEEE Job Site (limited) - IEEE Job Site - IEEE Conferences -Consultants Database -Career Alert -IEEE Job Site - Career Webinars - IEEE Job Site (limited) - Consultants Database (limited) - Awards - IEEE Job Site (limited) - Career Webinars, Online Community Continuing Education - Continuing Education Partner Program - IEEE.tv - Continuing Education Partner Program - Webinars - Mentoring Connection - Educational Partners Program - Local Events/ Symposiums - eLearning Library - Continuing Education Partner Program - Webinars - Continuing Education Partner Program - eLearning Library - Mentoring Connection (as mentor) - Continuing Education Partner Program - eLearning Library Discounts - IEEE Conferences - IEEE Financial Services (limited availability) - IEEE Conferences - Home & Office Services - IEEE Conferences - IEEE Insurance Services (limited availability) - IEEE Insurance Services (limited availability) - IEEE Alias** - IEEE Insurance Services (limited availability) - Home & Office Services Humanitarian Programs and Opportunities to Give Back - Local activities - Humanitarian Technology Network - Local and GOLD activities - Humanitarian Technology Network - Volunteering - Humanitarian Technology Network - Volunteering - Mentoring Connection (as mentor) - Volunteering - Humanitarian Technology Network Undergraduate Students Graduate Students Young Professional Academic/ Researcher Practitioner Business/ Leadership Retired/ Life Members Unemployed Members

First Year Experience Program Launched: First Year Member Welcome Webinar (Monthly) New “Getting Started” guide to all new members Courtesy Call from Contact Center Pre-Defined SAMIEEE Queries for New Members Metrics and Benchmarking Tools and Best Practices Guides for Local Volunteers Website for new members ieee.org/start Monthly New Member notification to MD Officers and Section Chairs Allows local welcome via Phone, , Post Future Planning “Tracks” based on “Needs” question during join Enhanced First Year Website